|One of the most common marketing mistakes is not taking advantage of the unique benefits of the medium in which you’re advertising. Radio spots that don’t use sound to create a potent mental image. Print ads without a compelling headline or image. TV spots that don’t use sound, or that don’t take advantage of the visual potential they offer. Direct mail with no sense of urgency. Email with no thought given to the subject line, or no link to a landing page. And on and on. Your marketing campaign needs consistency across all media, but the message should be tailored to harness the unique benefits each medium brings to the party.